We previously reported on the "Gyaru-style construction signs" in Tochigi Prefecture that broke the internet on Japanese X (formerly Twitter). Many netizens were baffled: Why do these even exist? And do construction companies actually use them?
Recently, Japanese media outlet Otakuma Keizai Shimbun actually interviewed the manufacturer behind these signs, Zest System Co., Ltd. Turns out, despite their seemingly "wacky" appearance, this manufacturer approaches product creation with a "play hard, work happy" attitude.
These signs are officially called "Gyaru-style signs" (ギャル看板). According to their official website, their main mission is to transform the traditional "Safety First" message into "Gyaru-speak" that people can't help but stop and look at. The goal? To make sure "everyone catches the safety reminder."
They come in a wide variety of styles, all incorporating Gyaru-related language and aesthetics, making them impossible to ignore for passersby and effectively delivering those crucial safety warnings.
While these signs are undeniably eye-catching, there are other ways to grab attention. So why did they ultimately go with the Gyaru style?
The manufacturer explained: "Every year, our company has all employees (including new hires) brainstorm new products. We come up with 5 to 10 proposals, which are then discussed in a company-wide meeting. We always pick a few 'quirky' ones. Honestly, we don't really care if they become massive bestsellers. As long as they sell even a little, the team gets hyped. What we value most is whether everyone can enjoy their work."
So, these ideas are born from company-wide brainstorming, driven by a philosophy that prioritizes employee excitement over sales performance. This company definitely knows how to have fun!
When asked if they have Gyaru employees, given how spot-on the language is, the manufacturer replied:
"Whether you call them Gyaru, I don't know, but 90% of our design department is female, with an average age of about 25. Their hair color and nails might be a bit more vibrant, though! (laughs)"
The "Gyaru-style signs" are a new product for 2025. While they've certainly sparked a buzz on social media, they haven't exactly flown off the shelves; people are still a bit hesitant to use them for public works (laughs). However, the manufacturer chuckled, noting that one supervisor, who was indeed Gyaru-style herself, saw their product and immediately placed an order. He joked that "Gyaru souls" truly attract each other.
Beyond the Gyaru signs, Zest System boasts many other fun and unique products. For instance, there are "fortune-telling signs" that offer daily safety reminders based on your luck, and "moe-style signs" that are sure to bring a smile to any otaku's face. All are testaments to their employees' creative spirit.
Whether it's the "Gyaru signs" that make you do a double-take or their other wonderfully "wacky" creations, they all share a common thread: the adult humor of making work more enjoyable. It's safe to say this manufacturer is truly free-spirited and full of playful charm.
via： おたくま經濟新聞